Just a day after it was revealed that is backing the stealth EV startup Slate Auto, a prototype of the company’s low-cost electric pickup truck has been spotted in public.
A Reddit user posted an image to the r/whatisthiscar subreddit showing a compact, dark gray, two-seater pickup truck being offloaded from a container near their office in Los Angeles. The vehicle is reportedly one of Slate Auto’s early concept models, according to a source familiar with the company’s vehicle design.
That source confirmed the truck seen in the photo is one of the prototypes used to attract investors, including the principal owner of the Los Angeles Dodgers. These presentations are believed to have taken place at Slate’s design studio in Long Beach, California.
A Minimalist Design
The truck’s appearance is notably restrained. Its grille bears resemblance to the modern Ford Bronco Sport, while the overall shape recalls a scaled-down version of the Rivian R1T. This comparison is especially relevant since Slate’s head of exterior design had a brief tenure at Rivian before joining the startup.
The absence of bold design elements is deliberate. Slate Auto’s strategy centers around affordability, with plans to launch the truck at a price point near $25,000. The business model focuses on enticing buyers with extensive customization options and accessories after the initial purchase.
Branding the Custom Experience
Slate Auto has filed for a trademark on the phrase “WE BUILT IT. YOU MAKE IT,” reflecting its focus on consumer-driven customization. The company is also reportedly developing a program called “Slate University” that will help customers personalize their vehicles — a name mentioned in recent job postings.
Another unreported trademark filing is for the phrase “Blank Slate,” which may refer to the base version of the truck before any customization is applied. According to the source, the company has not finalized the name of the truck, although it is just weeks away from officially emerging from stealth mode.
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